Formula 1 Trademark Australian Footwear Tradition, the Shoey

Formula 1 have trademarked the ‘shoey’ — an act sacred to Australian celebration — in an effort to cash in on merchandise.

For those unaware, doing a shoey involves pouring liquor into a shoe (yours only, using a back-up isn’t fair play) and skolling it in revelry. The act has appeared many times throughout history. Russians in the 1800s reportedly drank vodka from ballerinas’ shoes; WW1 soldiers were forced to drink beer from boots as a hazing ritual; and drinking champagne from slippers was a status symbol in the 20th century.

In recent times, however, the shoey’s strongest links have been Down Under. Australian Formula One driver Daniel Ricciardo has further popularised the celebration by whipping off his racing shoes and chugging champagne from them whenever he makes the podium. In 2017 he even got Sir Patrick Stewart in on the action.